Word: feel
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...companies are trying to find the triggers they have to pull on in order to make people feel comfortable about spending money. The best example of that was Hyundai, which said you can return your car within a year if you lose your job and get a refund. That's a major change you will see in marketing. And then you will see companies start to build the very functional, practical dimensions of their brands. If you take Louis Vuitton as an example, they will say, "In the future, when you buy a Louis Vuitton bag, it's not just...
Also, companies will start to talk about the past rather than the future. We're seeing that happening a lot with brands now. They're saying, "Hey, if you talk about the past, people feel safe." For instance, I went on a summer holiday, and it was a disastrous holiday. The weather was crap, the food was bad and the hotel was bad. But when you look at the photos from that holiday two years later, you kind of forget all the bad memories you had. That's exactly what's happening in our minds. Companies will start to push...
...behind Champagne Drappier, the Maestro seems sensible enough, but he remains attached to the "weight of history and image" behind the traditional Champagne cork. "I'll admit I find this system rather seductive. I have no qualitative arguments against it," he says. "But I have one big reserve - I feel the romantic side of Champagne is badly bruised...
...write of some of the stories in the book, "A skeptic would dismiss them and a believer would feel a shiver of recognition." Did you err on the side of skepticism or believing the people you interviewed...
...It’s unfortunate that it took budget cuts to bring these stories to light. But, now that we’ve heard them, we can’t ignore them. We have a responsibility to share this issue on behalf of the women who understandably did not feel comfortable speaking up over their House lists or at the town-hall forums with Dean Evelynn Hammonds...